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William Rosen, CEO, VSA Partners

Kleenex’s 'Someone Needs One' campaign is tissue-soft on brand-specific messaging, but powerful on emphatic narratives.

Explained William Rosen, CEO at VSA Partners, the Chicago-based creative agency that worked with Kimberly-Clark Corp. on the brand reinvention, “With just a few words, we deliver a gesture of care.”

The messaging went beyond video to onsite engagements that, in time, found their way into social-media streams. Cases in point were a series of out-of-home “care boards” – a billboard constructed of Kleenex boxes, “where each white pixel was an actual Kleenex tissue you could pull right off the board” to support “authentic, inspiring, culturally relevant moments of care.”